Brian LaMannaAE @ Gong | Closed Won 🦙 | 7x President’s Club

The "Biggest Concern" Sales Technique #sales #saas #discovery #techsales

15 Oct 2026 · 1 min

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1:11

In this short sales‑training monologue, Brian LaManna explains a discovery and objection‑handling method he calls the “biggest concern” technique. He advises sellers to proactively name the prospect’s most significant risk—authentically and before it materialises—because doing so triggers risk‑aversion and often neutralises the objection. He illustrates the approach with two concrete scenarios: (1) a prospect hesitant about a migration plan after a 12‑month evaluation, which he mitigates by offering a half‑hour call with an implementation lead; and (2) a prospect tempted by a competitor’s low‑price demo, which he counters by proposing a pilot of both solutions. LaManna stresses the importance of writing each risk down ahead of the call and preparing a specific action plan, then simply stating the concern when it surfaces.

Chapters

Next sales cycle, drop a line about the biggest concern you have and watch it magically get solved. Here's what I shared in a recent call I had this past week. My biggest concern is that the team is super excited about moving to us after a 12-month evaluation, but isn't yet 100% confident in the migration plan we have in place. I spoke with our implementation team and Curtis offered to speak with you all for a half hour. What time can work to set that up for this week? So here's 2 things about the biggest concern technique. Number one, make sure it's authentic and Genuine. Call out the biggest concern or risk proactively before it happens. Number 2, when you call it out, risk aversion takes place and it tends to not happen. Now, this works really well in early stages as well. Here's an example. My biggest concern is you take that demo with XYZ competitor and they offer you a crazy low price and we never hear from you again. Is it fair to ask you to at least pilot both technologies first before you move forward with a final decision? Now, here's how the prospect might respond. Oh yeah, we will not do that. We'll definitely try both solutions. Perfect. So the key to all this is writing out the risks ahead of your call and having an action plan for each one. If you sense it, say it.